CIMB drops Aman RA and Azizulhasni Awang MV for 'Kita bagi jadi' revival

CIMB is bringing its social movement, "Kita bagi jadi" ("We make it happen"), back into the spotlight with a campaign that celebrates resilience, optimism, and positivity among Malaysians. Developed by VML, the campaign strategy and creative direction highlight meaningful community stories while keeping the movement’s focus on empowering talent in art, culture, and society.

This year, the bank has teamed up with Malaysian rapper Aman RA and Olympian Azizulhasni Awang for a refreshed music video, "Bangun, kita bagi jadi" ("Get up, we can make it happen"). The remake of Aman RA’s original song Bangun (get up) embodies resilience and hope, featuring Malaysians from all walks of life, including entrepreneurs, young artists, and students who have overcome challenges. With Merdeka as the perfect backdrop, the campaign underscores CIMB’s ongoing commitment to doing something for the community.

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The song is an uplifting anthem about resilience, determination, and turning dreams into reality, while celebrating both rural and urban Malaysians striving to achieve their goals by encouraging self-belief, hard work, and using inner strength to overcome obstacles, highlighting that you don’t need a lot of resources to start.

The repeated line “Anak desa, bangun! Kita bagi jadi / Anak kota, bangun! Kita bagi jadi” can be interpreted as a rallying cry: “Rural youth, rise! We make it happen! Urban youth, rise! We make it happen!” calling on all Malaysians to pursue their dreams with confidence and action.

The music video is framed to feel as though Azizulhasni is sharing his own journey of rising from the ashes to achieve his goals and dreams, set against a backdrop of diverse cityscapes. From a Ramly burger stall and a single-story family home to a school, a low-cost PPR flat, and a modern art gallery.

The campaign also ties into CIMB’s broader Artober platform, now a thriving hub for local and regional artists. This year, the event at MITEC from 26 to 28 September featuring over 20 galleries. Under "Kita bagi jadi komuniti" (community), the bank has also pledged RM200 million over five years to support underserved communities and foster inclusive growth nationwide, something that was also highlighted in the MV. 

Kenni Loh, VML Malaysia CEO said: “Banks in Malaysia are often seen as corporate and distant, but with ‘Kita bagi jadi’ and this year’s ‘Bangun, Kita bagi jadi', we’ve shown that creativity and cultural relevance are key to connecting with the nation." He also added: "This campaign is a testament to VML’s connected brands DNA combining creativity, technology, and cultural insight to deliver impact at scale. We’re proud to help CIMB move beyond traditional advertising and create engaging moments that Malaysians want to share.”

Earlier in August, CIMB Bank and CIMB Islamic Bank unveiled a comprehensive travel proposition, "Travel only with CIMB", positioning themselves as the go-to bank for travellers. The campaign, created together with The Clan and Directors Think Tank, promised a seamless experience across every travel stage from booking flights and redeeming travel points, to saving on holiday deals, currency exchange, lounge access, and upgrades.

Tapping the "pocket rocketman"

This isn't national cyclist Azizulhasni Awang first brand rodeo, as the Olympian has been popular with local brands in the recent year. Malaysia Aviation Group (MAG) appointed him as the official ambassador for MHsports. The partnership will see Malaysia Airlines support Azizulhasni in his training and participation in international competitions, while also featuring him in brand campaigns and youth engagement efforts.

Volkswagen Passenger Cars Malaysia (VPCM) has also named Azizulhasni as its first-ever brand ambassador. Known by many as the "pocket rocketman", Azizulhasni’s appointment marks a historic milestone for the German marque’s presence in Malaysia and reflects a new era in local brand-building for Volkswagen. 

Meanwhile, other brands in Malaysia have also been leaning into the music video route this past month, such as Spritzer Sparkling dropping a rap tune under its “Kasi sparkling, baru kick!” ("Use sparkling, for a kick") campaign, Grab Malaysia is marking National Day with “Keranamu Malaysia” (Because of you, Malaysia), and Taco Bell Malaysia released a catchy new jingle, “Belum try, belum tau” ("Never try, never know"), composed by Roshan Jamrock of local hip hop group K-town Clan.

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